From Meazza's toothpaste to Sanson's idea: this is how the ball discovered its sponsors

The history of sponsors in Italian football is a fascinating tale that begins in the 1930s with Giuseppe Meazza, Inter icon, advertising a toothpaste. This first example of sports marketing paved the way for an evolution that saw football transformed into a stage for brands. The ice cream industrialist Sanson, with his cunning, managed to have his brand appear on the players' shirts before the official legalization in 1981, marking a crucial moment in the history of football.